Ten new female chief experience officers have been appointed by G Adventures in the Middle East and North Africa to mark International Women’s Day.
They are based in Egypt, Jordan, Morocco and Oman, marking the first time the operator has women tour leaders in all destinations in the Middle East and North Africa region.
The new chief experience officers include Maryam Hafez, Amira Majid, Sofia Benbrahim and Mirna El-Rayyan.
Regional operations manager Soumia Ait Bendawad said: “As a woman working in the travel industry in Morocco, I understand the obstacles that we face every day.
“In many countries, including in the Middle East and North Africa, being a woman in the tourism industry is difficult, as women are seen as the primary caregivers and are expected to stay home and look after the children.
“Having a job that requires you to travel away from home can also be seen as unacceptable or impossible. Being a female CEO in the MENA region is more than just a job, it is about taking a stand, challenging social norms, providing equal opportunities, and empowering women to be free to pursue their dreams.
“Tourism – in particular community tourism – can be an incredible force for good. It’s helping to challenge social norms and views on gender roles as women continue to fight for their place in the travel industry, and to attain powerful positions once reserved for men.
“Community tourism supports women – especially rural women in the region.”
She added: “We have also worked with our non-profit partner, Planeterra, to establish powerful ‘G for Good’ projects across the Middle East and North Africa such as the AFER project (Association des femmes et des enfants ruraux) in Mhaya village, where travellers enjoy the local experience of a home cooked meal.
“As a result, the money helps support the entire community by providing literacy classes, pastry making classes, sewing cooperatives as well as medical assistance.
“These classes empower the women, helping them to read, write but also learn valuable skills, which opens up opportunities for them to sell their goods and create a sustainable source of income to support their families.”